The danger of working on a monthly magazine is that what you
write in February (when I'm writing this) may be completely out
of date in March or April (when you're reading it). But I'm
going to take that chance. I've been on the road a lot lately,
talking to both entrepreneurs and the folks who want to sell you
stuff. And today, in late February, the talk all seems to be about
war.

Business owners aren't spending these days. You're not
hiring either. And, according to a recent (February 2003) survey I
read, most of you are feeling pessimistic about the economy.
It's hard to blame you, because most economic experts are
predicting a true upturn won't be felt until late 2003 or early
2004.

But are you really blameless? So many of you are just sitting
there holding your breath, waiting for something to happen. But the
events you're waiting for (war, peace or economic recovery) are
beyond your control. So instead of waiting for outcomes you
can't predict or direct, why not take the bull by the horns
(certainly an entrepreneurial trait)? Didn't you start your
business to gain more control over your own life? Well, let's
start acting like it!

Recessions (whether "official" or psychological) are
not necessarily bad times to launch a business. Just ask Bill
Gates. Nor are they necessarily bad times to grow them. Logic tells
you that, if no one else is marketing their wares or services right
now, promoting yours can only help you stand out in buyers'
minds.

In good times, people spend money on things they both want and
need. In tough times, they still buy things they need. So ask
yourself what you offer that people need-and start really selling
it. Or can you spin your business in a different direction? Now,
this could entail a radical shift in your business, or it could be
as simple as tweaking your marketing message. Either way, it's
worth a look.

Recently, after I mentioned to one audience that so many of you
are treading water and waiting for better times, someone asked me
if you are getting back to basics. I replied that I thought
you'd already done that several years ago and you are now
champing at the bit, ready to get back in the race.

But, like most Americans these days, you're holding back
because you are scared and don't feel much like running full
tilt. That's understandable, but I think the time has come for
us to start running anyway. If it weren't for you
entrepreneurs, the recession of the late '80s and early
'90s would have been deeper and more devastating. Those were
scary times, too, but you got us through by growing your companies,
creating millions of new jobs and kicking off the most prosperous
era in our history.

Can you do it again? I believe you can. After all, you are the
innovators, the creators, the best and brightest America has to
offer. It won't be easy. But, as I said in this column a few
months ago, I don't see the cavalry riding to your rescue, so
if you don't take control of our recovery, then who will? In
the Broadway smash hit "Hairspray," the character
Motormouth Maybelle, herself a small-business owner, says,
"When times get crazy, don't get lazy." Good advice.
Let the race begin.